Wow, it’s been months since I last wrote, after several intense years during which I managed to write two books (Fashion Retail Safari & Fashion Goes Tech) full of reflections and experiences from nearly 20 years working in the industry that is closest to people: the end consumer. Years in which I had the chance to work directly with, or advise, major companies on their strategy and execution.
But nothing compares to the reality and adrenaline of this experience. My pause in writing articles for The Fashion Retailer has a very good reason: embarking on a great and risky adventure—joining and leading the sneakers brand SAYE since April 2024.
SAYE stands for Say Yes To Change, an explicit call for the need to change. Now more than ever, the world requires us to move away from radicalism, populism, and excesses fueled by disinformation and self-serving manipulation. People, wildlife, and the environment cannot be let down. We are responsible. #walkthetalk
Our M89 ICON (the green stripe in cactus napa)
Sometimes I wonder how to describe the feeling… I’d say it’s like being a hybrid figure between an executive, a captain, and a player on a sports team. It’s about playing every match, adapting the strategy along the way, but never losing sight of the goal. Today, we are a team of more than nine nationalities, united and motivated to keep sailing forward with enthusiasm, going against the current, yet optimistic about what lies ahead, knowing that every effort is rewarded.
Founded in Barcelona in 2017, SAYE is a sustainable fashion brand born with a clear purpose: to challenge the conventional footwear industry by creating timeless sneakers that are both ethical and environmentally responsible. From the Poblenou neighborhood in Barcelona, we design our products and produce them using innovative materials, primarily made in Italy, Portugal, and Spain.
At SAYE, design and responsibility go hand in hand. Inspired by retro aesthetics, our sneakers are crafted to be timeless—pieces you can wear for years—while using organic, recycled, and bio-based materials that minimize environmental impact. Every step of our process is rooted in transparency, ethical manufacturing, and respect for the people who make our products.
SAYE is more than a sneaker brand—it’s a movement for a more conscious and responsible way of living.
More than 365,000 Trees planted
With every pair of sneakers purchased, we fund the growth of two trees and that’s just the beginning. We’ve planted trees in Australia, India, Africa, the Amazon, and Canada, and we’re also supporting initiatives focused on kelp restoration and ocean plastic collection. To make it happen, we’ve partnered with several NGOs such as One Tree Planted, Saving the Amazon, WeForest, Veritree, and now Greenspark.
Today, 100% of our sneakers, socks and t-shirts are produced in Portugal, reinforcing our commitment to local, high-quality manufacturing. While many brands diversify their production across regions, we choose to concentrate ours close to home.
BCome is a platform that allows us to track and measure the environmental footprint of all our products. Each product received a score and impact equivalence, helping us understand how our design and material choices affects the planets.
Sneakers crafted from organic, recycled and bio-based materials, including certified cow suede, bamboo, and corn. We are also exploring new innovative materials like mycelium, reused coffee, lignify and other plat-based materials.
March 2021. TIME Magazine
I feel the sense of absence once again, to all of you who have accompanied me and followed every post for so long. I hope you will support us on this new adventure.
Say Yes To Change
It is Worth fighting for a Great project that is environmentally friendly, aethetic.
Congratulations and AVANTI!!!